I was watching Jeopardy last night, questioning how one player could miss such an obvious answer as Wuthering Heights, when this announcement came up at the end: "Go to the Jeopardy website to go behind the scenes with your favorite show."
When Bruce Rhodes "walked in" 2½ years ago to run the publication MIT Technology Review, the new VP of consumer revenues and marketing had a six-times-a-year, "old" magazine, a free website and the word revenue in his title. Things had to change.
One particular takeaway of a BIMS session on retention given by Liz Slovenkay, membership director for insideARM—a publisher in the debt collection field—had me nodding in firm agreement. Slovenkay found that a member in their Compliance Professionals Forum hadn't been placed in a peer group for six months, obviously hurting renewal chances.
“What would be different if you thought about [your subscribers] as members?” Robbie Kellman Baxter—author of the best-selling The Membership Economy and a keynote at the upcoming BIMS conference—asked in her SIPA webinar on Sept. 30. (Archived here for members.) “‘What else can we do for them?’ They’re subscribing to this specialized content so they have this core need. What additional value can you provide?”